George Baltas is an associate professor of marketing at the Athens University of Economics and Business. Prior to joining AUEB, he was a lecturer in marketing at Warwick Business School, UK. His research interests include methods of market research, modelling, consumer behaviour, and demand analysis. He has received two paper awards and published extensively in many leading journals. He has also reviewed several papers for the International Journal of Research in Marketing, Decision Sciences, Journal of the Operational Research Society, European Journal of Marketing, European Journal of Operational Research, and European Marketing Academy Conference.